How to Create a Social Media Campaign That Drives Results

Community Health Nursing Diagnostic Statement 

The mission is to sensitize the community at Harris County Public Health Cypress Station WIC Clinic on nutrition, the importance of physical activities, and obesity. The target audience is women and children. Statistics from Houston Department of Health and Human Services indicates that over 34% of children are obese compared to 29% in the general population. The number of obese women in Harris County is also high, attributed to access to limited information on nutrition, sedentary lifestyles, and lack of physical activities (Shelton, Holt & Smithwick, 2017). Among the children, the problem is caused by poor nutrition and a limited number of teachers who teach physical activities in schools. 

Health Inequality or Disparity 

Obesity in Harris Country is attributed to the disparity in the dissemination of information on nutrition and limited physical education staff in schools. There is a correlation between healthcare outcomes and information (James, Thomas, Cavan, et al., 2004). Additionally, access to resources such as physical activity teachers and nutritionists helps to improve the general healthcare of the community. Therefore, the inequitable distribution of information and human resources are attributed to the rising incidences of obesity in Harris County. Unless these health disparities are addressed , the health challenge of obesity will perpetuate. 

Primary Community and Prevention Resources 

As aforementioned, the target community is women and children at the Harris County Health Cypress Station WIC Clinic. The rationale for the selection of this population is because it is the most affected. When thinking about tackling the problem, it is imperative to think about the resources that are readily available. The prevention resources available for this population are nutritionists at the clinic who can provide information about healthy diets and the importance of physical activities. Another resource available to children are schools, where they can get ample time for physical activities. Therefore, the healthcare institutions and schools are the primary resources available to the community to prevent the growing number of obese populations. 

Underlying Causes 

The general lack or limited access to information on nutrition and physical activities has are the primary contributors to the problem. I t is estimated that Texas is among the top ten states with the highest number of obese people. The proposed causes are, therefore, poor feeding habits and sedentary lifestyles. There is a correlation between sedentary lifestyles (lack of physical activities), unhealthy foods, and obesity. Foods high in fats, and sugars will eventually lead to overweight and obesity (Shelton, Holt, & Smithwick, 2017). In the community lacks this information, it is difficult to prevent the escalation of obesity incidences. Physical activities help in losing the excess weight and improving the general wellbeing. Therefore, a campaign to sensitize the community on proper nutrition and physical activities is vital and should be supported . 

Evidence-based Practice 

Studies demonstrate that obesity has been on the rise in Harris County. In the article Reclaim Recess, Abrams et al. (2011) indicated that obesity is a significant issue in Texas. The authors attributed the problem to lack or limited vigorous activities among children in schools. Close to 71% of children in Texas only engage in rigorous physical activities for less than 20 minutes a day. The same problem escalates in Harris County. There is also an issue of socioeconomic factors, with 1 in 4 people in Harris country living in poverty. Such people cannot access a balanced died. As aforementioned, there is a relationship between nutrition, physical activities, and obesity (Jansen, Borsboom, Meima, et al., 2011). Addressing the challenges of nutrition and physical activities through the dissemination of information will culminate into reduced incidence of obesity. 

Identification of Data 

The data on the challenge of obesity in children and women is obtained from the Houston Department of Health and Human Services. The rationale for access the data from the local government sources is because of the reliability and validity factors. The data indicated that more than 34% of the children in Harris County are obese. It is estimated that the number of obese children in the county will be triple that of the general population unless something is done to prevent the escalation. Texas, in general, is ranked 7 th , among the states with the highest number obese population. Therefore, Harris County only reflects the reality at the state level. 

Social Media Campaign Objective 

The social media campaign objective is to prevent obesity among children and women in Harris County by addressing issues of nutrition and physical activities. The campaigns target the population at the Harris County Public Health Cypress Station WIC Clinic, but it is expected that the message will spread throughout the county. Effective dissemination of information through social media is likely to lead to positive behavior change and address the problem. 

Social Marketing Interventions 

The customer orientation (audience orientation) and insight will be the leading social media marketing interventions proposed for the expected change. The audience orientations help to work together with the target audience, take them through the proposed change , and explain about the costs and benefits. Using the customer orientation technique, children and women will be information that losing weight through physical activities can be costly in the short-run. More time is expended in physical activities and good nutrition. However, the long-term effects are reduced incidences of obesity, minimal risks of cardiovascular diseases, and lower cost of health. The insight intervention is geared towards creating awareness about the importance of nutrition and physical activities in addressing the problem of obesity. As aforementioned, it is the general lack of information that sustains the problem. 

Social Media Platform 

Social media platform is one of the most cost-effective and efficient in the dissemination of information. In Harris County, a Facebook page will be vital for the proper distribution of information. The population on social media has been on the risen because more than 80% have access to the internet . Facebook has been preferred because statistics demonstrate that the number of populations has continued to grow. It provides a platform for communication, reactions, and interactions. 

Benefits of Social Media Platforms 

One of the benefits is to allow communication and interactions. This benefit helps in the dissemination of vital health information. The target audience can react to information , ask questions, and give their information . This allows for attitude and behavior changes. The second benefit is that of continuous communication regardless of time and physical boundaries. As long as the target population has access to the internet , the conversation goes on and on, and there is feedback within a short time. This means that the campaign can continue without having to meet physically. Another benefit is that of equality to information and contributions. All the members who have access to the Facebook page have an equal chance to communicate. This equality makes the members feel valued. 

Benefits to Target Populations 

As indicated before, the main benefit will be access to information at all time. Even if the member was absent when information was posted , they could be able to access it later and also follow the discussions. The information enhances positive change and will help to minimize or prevent obesity. The other benefit is that of equity. As aforementioned, more people can access gargets that enable them to connect to social media. This ensures that no one is left behind when it comes to access to information. The advantage of this benefit is that more target population in Harris County will benefit from the information on proper nutrition and physical activities. 

Best Practices for Social Media 

The best practices for social media tools include posting daily, growing followers, daily monitors, and enhancing creativity (Aceves-Martins, 2016). Posting daily keeps the conversation going and shows the dedication of the change agents. Growing followers will be improved by creativity in media campaigns and providing accurate and evidence-based information. Daily monitors help to assess the responses and determine whether social media is helping to achieve the desired results. 

Stakeholders Roles and Responsibilities 

The stakeholders include nutritionists, educators from schools, and the local leadership, particularly in education and health. The role of nutritionists is to emphasize the importance of a balanced diet in preventing obesity. Nutritionists will be obtained from a healthcare organization in the county. Educators from the local schools will be targeted to sensitize children and the community about the need for physical activities. Local leadership helps to emphasize the importance of proper nutrition and physical activities in addressing the problem of obesity. 

Potential Partnerships 

A public-private partnership will be vital in addressing the problem. The collaboration with the local government leadership in health and education will be critical . The other partnership will involve working closely with private partners particularly private schools and hospitals. The public-private partnership is important because it brings everyone on board. The partners will provide more insight, bring more experience and expertise, and help in creating the most effective social media campaign. 

Implementation Timeline 

The implementation is expected to kick off in five months. This is because there is a need to do some grassroots sensitization, talk to various partners, and design the most effective communication tool. The consultation with the public and private partners will also require more time. 

Evaluation of Media Campaign 

The evaluation will be done through observation of social media activities, including communication and attitudes. It will also be done through the assessment of the general change in attitudes and behavior. For instance, the testimonies of people that have begun to take a balanced diet and to engage in physical activities can demonstrate the effectiveness of the media campaign. Also, the growing number of members can also inform about the usefulness and importance of the social media campaign. 

Cost of Implementation 

The campaign is one of the most cost-effective because of the use of social media. The main cost incurred is that of time when communicating with the target audience. There will also be cost for appreciating the nutritionists and physical activity experts that will help to respond to issues raised by the target audience. Another cost is that of moving around the county when necessary for sensitization purposes. It is estimated that the cost of the project will be less than $300000. 

Reflection on Social Media Marketing 

Social media plays a vital role in promoting healthy behavior. The social media ensures that the information can be access at the convenience of the target audience. The information can be accessed at all times. The social media is cost effective and can ensure that the audience gets timely responses. Additionally, the social media gives all the audience an equal chance to make their contributions and ask questions related to their specific health concerns. The resultant effects are improved communication and positive attitudes towards health. 

Reflection on Future Nursing Practice 

The social media campaign helps the student nurse to gain experience in interacting with the target audience, dissemination of information, and responding to the needs using evidence-based practice. This experience is necessary for managing the audience and enhancing the communication skills of the student nurse. This is important also for strengthening cultural competence skills because of interacting with a culturally diverse audience. 

References 

Aceves-Martins, M., Llauradó, E., Tarro, L., Moreno-García, C. F., Trujillo Escobar, T. G., Solà, R., & Giralt, M. (2016). The effectiveness of social marketing strategies to reduce youth obesity in European school-based interventions: a systematic review and meta-analysis. Nutrition reviews, 74(5), 337-51. 

Abrams, H. et al. (2017). Reclaim Recess , retrieved from https://www.texaschildrens.org/sites/default/files/78300%20Recess%20Policy%20Brief%20web.pdf 

Breslin G, Brennan D, Rafferty R, et al. (2012). The effect of a healthy lifestyle programme on 8–9-year olds from social disadvantage. Arch Dis Child . 2012; 97:618–624 

Jansen W, Borsboom G, Meima A, et al. (2011) Effectiveness of a primary school-based intervention to reduce overweight. Int J Pediatric Obesity . 2011;6: e70–e77 

James J, Thomas P, Cavan D, et al. (2004). Preventing childhood obesity by reducing consumption of carbonated drinks: cluster randomized controlled trial. BMJ . 2004; 328:1237 doi:10.1136/bmj.38077.458438.EE. [PMC free article] [PubMed] 

Shelton, C. Holt, V. & Smithwick, D. (2017). How Harris County and Cy-Fair ISD are targeting childhood obesity retrieved from https://communityimpact.com/houston/cy-fair/education/2017/06/19/harris-county-cy-fair-isd-target-childhood-obesity-cyf/